In 2020, Leaders helped Samsung launch their third year of #We_Are_Samsung, an annual campaign consisting of a group of 28 content creators who together form the company’s brand ambassador team. To highlight diversity, Samsung collaborated with a pool of talents ranging from mega influencers all the way to micro-influencers- coming from various industries and backgrounds. Throughout the year the creators worked on various projects, producing engaging content and reaching millions of viewers, achieving engagement rates of over 30%. The team created several promotional campaigns including two songs, a music video, a satirical talk show, a photoshoot, and other engaging content. By producing this content, Samsung was able to reach a large and vast community of viewers, especially throughout the pandemic. Samsung’s diverse group of influencers were able to support and bring joy to viewers while in difficult times.